Gymkuma introduces a unique approach to raising breast cancer awareness among active women through a personalized ambient media channel using sports bras. The Touchpoint collection features designs displaying the self-examination pressure points on the bras. These pressure points are highlighted using traditional Jordanian embroidery art called Tatreez, making them easily identifiable.

Additionally, the bras come with tags that serve as instruction manuals for self-examination. This wearable sportswear constantly reminds women to perform regular breast cancer self-checks, creating a one-on-one media channel that is both informative and supportive.

Gymkuma is a Jordanian sportswear brand that believes in promoting an accessible, active, and healthy lifestyle for everyone, not just professionals. Despite competing with international brands, Gymkuma demonstrates a unique understanding of Jordanian culture that international brands cannot match. Building on this understanding, when creating the wearable self-check sports bra "Touchpoint," we used designs inspired by "Tatreez": the traditional Jordanian embroidery art crafted by women for women. Tatreez incorporates geometric shapes, creating diverse patterns that are centered around the self-examination points for self-check.

According to the American Cancer Society, early detection of breast cancer can increase survival rates by 99%. As the most common cancer in Jordan, at just over 20% - According to the Ministry of Health, Jordan - Gymkuma believes that women must be reminded to self-examine more than just one month a year. We also recognized an understandable but dangerous misconception among active women that they are somehow immune to the risks of breast cancer. Yes, physical activity can reduce the risk, but it doesn’t eliminate it. The objective, therefore, became clear: remind active Jordanian women of the importance of self-examination and support them to do so all year long.

Despite the proven benefits of physical activity in reducing breast cancer risk, some female athletes mistakenly view their active lifestyle as a shield against health concerns, affecting awareness and self-check practices, especially with reminders only occurring during breast cancer awareness month.

Touchpoint by Gymkuma is a collection of comfortable and uniquely designed sports bras for women that serve as a wearable constant reminder to self-examine. Using the geometric patterns of traditional Jordanian embroidery, "Tatreez," to highlight the pressure points and make self-examination easier and more accessible all year long.

Women in Jordan tend to neglect their health while putting others first. Despite the proven benefits of physical activity in reducing breast cancer risk, some female athletes mistakenly view their active lifestyle as a shield against health concerns, affecting awareness and self-check practices, especially with reminders only occurring during breast cancer awareness month. Our approach was to develop a more personal, one-on-one, wearable reminder that speaks to active women and reminds them to do self-checks on a regular basis.

In collaboration with oncologists, we identified 18 self-examination pressure points and highlighted them in a new collection of sports bras – Touchpoint by Gymkuma. We incorporated these points into a unique design inspired by Tatreez – a traditional Jordanian embroidery crafted by women for women. Tatreez features geometric shapes that were utilized to create patterns centered around the examination points. The orange markers within the patterns indicate where to conduct self-examination and apply pressure and movements according to the instructions on the tag. We printed these patterns onto a lightweight, thin fabric, ensuring optimal comfort while facilitating precise self-examinations.

Touchpoint's first batch was distributed directly to active females and sports influencers, (70% direct engagement), receiving amazingly positive feedback (97%) and organically triggering an impressive surge in inquiries, resulting in three times the number of pre-orders for batch two. Beyond numbers, Touchpoint’s real success lies in its life-saving potential as a wearable reminder for self-check that can be implemented all year.

Gymkuma is a Jordanian sportswear brand that aims to make an active and healthy lifestyle more accessible for the average Jordanian. It prides itself on its unique understanding of local culture, which sets it apart from international sports giants. Initially, we noticed a misconception among some female athletes who mistakenly view their active lifestyle as a shield against health concerns, affecting awareness and self-check practices. As a local brand, we wanted to stand by their side and support them beyond awareness. Furthermore, the unique understanding of Jordanian culture inspired the use of Tatreez’s geometric patterns in its self-check sports bra designs as a form of art crafted by women for women. This personal yet comfortable and stylish reminder resonates with conservative Jordanian culture and helps keep women’s health in check all year long.